Brian Kessman/Lodestar Agency Consulting
Brian Kessman helps agencies achieve focused, scalable, high-margin growth. As founder of Lodestar Agency Consulting, he helps agencies sharpen their positioning, price for value, redesign operating models and fix inefficiencies. His client agencies differentiate themselves, attract ideal clients, diversify and scale revenue, and increase profitability. With 20+ years experience in agencies and software, Brian leverages Agile, Lean, and custom-built AI tools like ProductizationPartners.com to drive growth. One of the 4A’s Expert Network and frequent speaker for the 4As, Mirren, AMIN Worldwide, and others,
This workshop is designed to help agencies build scalable growth models, shape buyer perception of value, and defend premium pricing that transcends billable hours and headcount.
It’s for leaders ready to rethink how their firm creates, communicates, and captures value—especially in a pricing environment reshaped by AI, procurement, and outcome-based compensation.
You’ll learn how to move beyond legacy pricing and scoping methods into structured, strategic value design anchored in your agency’s expertise, client outcomes, and scalable business models. You’ll see how leading firms are replacing effort-based pricing with fixed-fee, subscription, and licensing models while designing solution-based and AI-powered offerings that grow margin without growing overhead.
To do this, we’ll explore five strategic shifts agencies must make to scale their expertise and price their value in today’s market—each one designed to strengthen pricing power, improve profitability, and reduce reliance on headcount and billable hours.
Key Takeaways
● Structured method for defining “value” from client/procurement perspectives
● Pricing logic – what makes value defensible, price-aligned, and buyer-relevant
● How leading agencies are pricing AI-powered offerings that clients are paying for
● Scalable pricing models incl. fixed-fee, subscriptions, licensing and productized value
Who Should Attend
Senior leadership (CEOs, COOs, CFOs, etc) Department heads and all involved with Leadership teams wanting to optimize their agency pricing model
(contact to select 3 topics)
